How Is Satisfaction Affected By Spending Time Having Fun Vs. Spending Time in Boredom?

People show systematic difference in evaluating expenditure of money versus time. This study replicated and extended an experiment by Okada and Hoch (2004) on ex post evaluation of money versus time expenditure. We vary the nature (“boring” vs. “interesting”) of the activities that subjects engage in to assess whether this treatment affects subjects’ satisfaction with the offering. The results partially confirmed the main effect of the nature of the activity on satisfaction under a positive experience. Under a negative experience, people had a tendency to be more satisfied when spending time on an interesting activity than a boring one, although the difference did not reach statistical significance.


Chunyan Xie and Sigurd Troye (2009) ,"How Is Satisfaction Affected By Spending Time Having Fun Vs. Spending Time in Boredom?", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 387-387.


Chunyan Xie, Stord/Haugesund University College
Sigurd Troye, Norwegian school of economics and business administration


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More


Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More


Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice

Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.